Golden Wonder is to go head-on against rival Walkers with the launch of a football-themed crisp snack ahead of this year’s World Cup.
The snack, called Goalden Balls, is to be launched in the late spring to capitalise on the increased interest in football triggered by this summer’s FIFA World Cup. The cheese-flavoured product is a round version of the company’s Wotsits brand.
The move is understood to have been in response to the launch of Walkers’ Footballs, a bacon-flavoured “puff” targeting young males, which will be on the shelves around the same time.
England captain David Beckham is nicknamed “Golden Balls”, and insiders say this influenced Golden Wonder’s thinking when deciding on the product’s name.
The launch of Goalden Balls will be backed by television advertising through Bartle Bogle Hegarty.
The launch of Walkers’ Footballs will be backed by an ad spend of about £2m, including TV advertising by Abbott Mead Vickers.BBDO featuring ex-footballer Gary Lineker (MW December 12, 2001).
One industry insider claims that Golden Wonder’s product is a direct response to Walkers’ product, but he tipped Golden Wonder to win the sales war.
“I think Walkers has lost the plot slightly. I think the good old British public will prefer a cheesy product,” the source says.